47% increase in conference attendance YoY
Enhanced first-party data to improve lead scoring
Seamless Hubspot and Salesforce integration to activate sales teams
Products: ON24 Webcast Elite, ON24 Virtual Conference, ON24 Connect (SFDC, Hubspot)
Use Cases: Demand Generation, Live Professional Certification
Industry: Technology
Number of employees: 251–1,000
FloQast workflow automation solutions help accountants to automate common workflows, streamline operations and boost their efficiency so they can improve the way they close the books each month.
The team at FloQast uses ON24-powered webinars to generate demand for their solutions by offering virtual CPE programs to accountants and empowering their sales teams with actionable audience engagement data.
Webinars were quickly becoming FloQast’s top demand-generation tool. But as the company expanded its program to include CPE certifications, as well as partner and sales enablement, it realized it had a problem: FloQast’s webinar program was evolving beyond the capabilities of its current solution.
FloQast needed a platform that could:
• Turn passive webinars into active experiences
• Generate meaningful data and analytics
• Monitor audience participation for CPE certifications
• Integrate with marketing automation and CRM platforms to streamline data flow and sales follow up
“ON24 enabled us to generate deep audience insights and deliver them into the hands of our sales team.”
Stephanie Caracas
Sr. Global Event Manager
“ON24 was the perfect solution,” said Stephanie Caracas, Sr. Global Event Manager, FloQast. “It enabled us to generate audience insights and deliver them into the hands of our sales team.”
Until the switch to ON24, FloQast’s team measured the success of webinars only by how many people registered for an event. With
ON24, the team could see who registered, who attended, how engaged they were and the topics that resonated most.
The flexibility of the platform made it possible for FloQast’s team to create different digital experience types for unique audiences. These events included CPE courses, thought-leadership webinars and even “TakeControl,” the company’s annual, large-scale virtual conference.
To scale their programs, the team created and templatized fully-branded consoles for each event type “allowing us to keep our brand front and center across every experience,” said Caracas.
To optimize audience engagement, Caracas’ team embedded interactive tools into their events, including polls, live chat, Q&A, surveys and even additional content offers. And, with first-party
data collected by ON24, FloQast captured every interaction for a complete perspective on each attendee’s engagement with the company.
The ability to generate and capture those insights also strengthened FloQast’s CPE program. With ON24, FloQast could see how active attendees were throughout the course, run survey questions to gauge comprehension and even answer
questions in real time.
To do all of this at scale, the FloQast team set up an integration that connected ON24 to the company’s tech stack.
“ON24 allows us to scale quickly, and seamlessly integrate our data with Hubspot and SFDC so we can leverage our own information the way that we want to,” said Lynsey Lee, Sr. Marketing Operations Manager at FloQast.
With ON24, the FloQast team increased annual conference attendance by 47% YoY (from 1,700 to 2,500), improved the company’s lead scoring system and effectively activated their sales team. According to Lee, “We plan to continue to use ON24 to drive pipeline and create strong events.”
“ON24 allows us to scale quickly and seamlessly
integrate our data with Hubspot and SFDC so we can leverage our own information the way that we want to.”
Lynsey Lee
Sr. Marketing Operations Manager
